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At our core, marketers are storytellers. We love to tell stories that evoke emotion and pull at heartstrings. As I have shared my vision of the next era of marketing, I’ve talked about how marketing is changing. But, in this post let’s start with how it’s not changing when it comes to building a brand. Then, we can turn to how we, as marketers, will need to change to build our brands in the next era of marketing.

We asked the Economist Intelligence Unit to survey nearly 500 marketers and then shared the results on the many observations about marketing’s future, including organizational change and technology advancement. But to kick off our deep dive into all of the interesting data from the survey, I want to pause and talk more about one of the key concepts to emerge from the research—engagement.